In this interview, Richard Scott from 51 Links Digital Marketing explains the core SEO strategies that power their philosophy. We explore the benefits and risks of reciprocal links, how to build topical authority, the role of brand recognition, and more. Let’s hear from Richard on each topic.
Benefits and Risks of Reciprocal Links
“Reciprocal links happen naturally all the time between topically related sites,” says Richard Scott. These links, where two websites agree to link to each other, can be a useful way to generate backlinks without monetary exchange. “You trade links of similar value, so no money would have to change hands.”
While reciprocal links can benefit SEO by increasing visibility and traffic, they carry risks. “It does go against Google guidelines when done intentionally and could get you into trouble if overdone,” Richard warns.
Reciprocal links give a rankings boost to the participating sites. However, over-relying on them could lead to penalties, as search engines may view it as an attempt to manipulate results.
How to Build Topical Authority
“Key to topical authority is that each article on the topic is strong and, ideally, is ranking for relevant keywords,” says Richard.
At 51 Links Digital Marketing, building topical authority starts with identifying the main subject and key subtopics. “After you identify the topic, start with some obvious core aspects to the topic.” For example, if you’re targeting business analytics, an article like ‘How to Become a Business Analyst’ serves as a good foundation.
Topical authority isn’t just about producing one or two good pieces. “See who is ranking well for this and identify the relevant content they’ve written,” Richard advises. By analyzing competitors and filling gaps in your own content, you can create a comprehensive series of articles that all interlink. This strategy builds a content cluster around a subject, which helps search engines see your site as an authority.
Does Having a Recognizable Brand Matter for SEO?
“Yes,” says Richard, without hesitation. “Google algorithm changes are favoring sites that people are actively searching for, such as when they search for ‘Furniture Mart chairs’.” When users search directly for your brand, it sends a signal to Google that your business is both relevant and trusted.
The more brand searches you receive, the more likely Google will boost your rankings. “A strong brand increases authority and trust,” Richard explains.
Brand recognition doesn’t just help with rankings—it improves user engagement. When people are familiar with your brand, they are more likely to click on your site in the search results, which boosts click-through rates (CTR). In turn, this shows Google that your site is valuable, leading to higher rankings.
How Can Social Profiles Support SEO?
“Setting up social media profiles on platforms like Facebook, YouTube, and X (formerly Twitter) is easy and essential for branded searches,” says Richard. Social profiles often show up in the search results when people look for your brand. This increases your presence and helps build trust with potential customers. “It’s a key part of showing that your brand has a legitimate online footprint,” he adds.
Social media engagement also sends a powerful trust signal to Google. “Google sees traffic from non-Google sources as a trust signal,” Richard explains. When visitors come to your website from platforms like Facebook or YouTube, it tells Google that users are actively interacting with your brand across different channels. This cross-platform traffic not only improves your SEO but also builds a loyal audience.
Does Good Content Still Matter?
“While search engines are still not good at assessing the quality of content, readers are,” says Richard. Good content is still the backbone of any successful SEO strategy. “Search engines can assess quality through use of click-through rates and engagement,” he explains. Google also evaluates how well your content covers a topic, which is easier to do when you know what you’re writing about.
“Oftentimes, it’s easier just to write a good article to achieve the technical elements you need to rank well,” Richard notes. By focusing on producing comprehensive, valuable content that answers users’ questions, you not only satisfy search engine requirements but also keep your readers engaged and coming back for more. Well-written content, paired with smart SEO strategies, is the winning formula.
Partnerships with High-Authority Sites
One of the most powerful ways to build your SEO is through partnerships with high-authority sites. “We work on securing backlinks from top industry websites, which boosts credibility and rankings,” says Richard.
High-authority sites already have a strong domain reputation, and getting links from them signals to search engines that your website is also trusted. These partnerships are a key part of link-building strategies at 51 Links Digital Marketing.
At 51 Links Digital Marketing, Richard Scott and his team combine SEO strategies—topical authority, branding, and high-quality content—to help businesses build lasting online success.